ABOUT
2017 is nearing an end, in the new consumption, new scenes and new marketing new retail environment, such as the whole garment industry also shows a tendency of more positive, flexible and rational, even if the revenue is pale, inventory backlog, personnel changes, retreat city, acquisition, bankruptcy, exposure remains negative news.
The old rules are broken and new patterns are to be built, but in any case the new retail order, guided by consumer demand, is being established. In particular, the company has taken a look at the top 10 most typical apparel industry events of 2017 to give a summary of the clothing industry in the past year.
1. Belle delist, why are the old women's shoes on the first floor of the department store failing?
Event review: at 4 p.m. on July 27, founded in 1992, boasts a Belle, Staccato, Joy & Peace and Tata 14 women's shoes brand Belle group officially delisted from Hong Kong, the Hong Kong stock exchange transactions so far one of the largest privatisation programme. After privatization, hillhouse capital will hold 57.6% of the company and become the new majority shareholder of belle international.
Comments: at present, China's consumer market situation has undergone fundamental changes, consumer behavior has undergone fundamental changes, and belle failed to adapt to the situation and timely change. The brand construction lags behind, the product is homogenized, the new speed is slow in research and development, lack of understanding to consumers, lack of independent marketing ability... Belle CEO sheng hundred pepper says privatisation may be way out of the company is currently the best "as a listed company, have to disclose quarterly operating data, which makes the management had to chase some short-term profit targets, whereas the privatization could provide more space for the transformation of the company."
2. For the first time, uniqlo's offline stores are "double 11" one day in advance.
Event review: on November 7, from the "double 11" three days, uniqlo loosed bombshell, says offline stores will one day in advance "11", that is to say, since early November 10, uniqlo offline more than 500 stores has been officially put a sales. "Every time you dress, you experience the infinite possibilities of life, and the experience of pleasure should not be limited." Open the double 11 in advance, uniqlo explained.
As of 12:00 p.m. on nov 11, the sales figures for the new retail outlets of uniqlo's O2O retail stores and stores were more than 10 times higher than the usual figures.
Comments: since last year, the company has sold out of the online store, which has been sold out online. This year, it is a high profile to achieve the ultimate in the drainage. At the same time, it can be seen that uniqlo's online and offline integration is a must. It is reported that uniqlo has more than 500 stores nationwide this year to support Tmall, the store self-service, to double 11 p.m. on the day, the transaction volume has reached 4.5 times last year's total channel transaction.
3, YOHO! It's going to be $10 billion.
Event review: January, YOHO! The official WeChat of the STORE in nanjing has announced that it will open its first physical STORE in xinjiakou, nanjing, in September this year. And choose MINI YOHO before opening. The STORE is on display in YOHOOD, either on the one hand or on the other hand, to try the public acceptance; On the other hand, it is also a preview of YOHOOD platform. After all, there are some trendy fans in YOHOOD.
According to founder Liang Chao, in order to realize the idea in the area of 5000 ㎡ store, in addition to basic hundreds of brands and products, it will also show, Live House music performance, coffee shop, tide, shoes clean classroom and other activities related to young people lifestyle and experience into stores. "We have planned more than 200 events here." At the same time, it says there are now more than 30 shopping centers in contact with them to bring in retail stores.
Comments: since the brand "three squirrels" in the online marketplace started to open stores, the development of online brands has always been the focus of the industry. Nowadays, the trend of online and offline integration is becoming more and more obvious. Offline brands, even luxury goods, are turning on e-commerce channels. And the online brand in order to achieve the ultimate experience, also fall to the ground.
For two years, the registered users reached 300,000, with sales of more than 200 million yuan YOHO! BUY goods, to the end, in the trend of the rich resources. Today, there are over 1,400 fashion brands on its platform, growing at a rate of 60% to 100% annually, making it the mainstay of the group's revenue. This has become an important point of support for the offline force.
4. GAP China's largest flagship store in Shanghai focuses on family and digitalization.
Event review: on August 25, GAP China's largest flagship store opened at 863 nanjing west road, Shanghai. In an area of 1908 ㎡ of up and down two floors, displaying its including men's, women's, children's clothing, GapBody and Gapfit all clothing series. Among them, the latter two are the first time to introduce a full line of products to China.
According to Abinta Malik is introduced, and the store is native by Gap store design team and is located in the San Francisco headquarters of global store design team to create a new image stores, it covered a lot of the latest design concept. Such as the all-open ceiling, the ubiquitous electronic LED screen, 4000k's best light LED environmental energy saving lamp, mother and baby room, mobile phone charging rest area, gift pack area, photo taking area and so on.
Comments: the largest flagship store in China is an important part of the Gap group's all-channel strategy. Gap hopes to help its apparel retail growth in China through the dual advantage of such full-channel retail and quality in-store customer experience. Opening big stores, providing more quality services in the stores is also needed for the current Chinese consumer market. In addition to Gap, China's local brands, such as the cotton age, samma, metezbonwe, and the home of hailan, also smell the opportunity, and have opened thousands of stores this year.
5. The muji was exposed by 315, and the company's address was wrongly identified as the origin of the company.
Event review: CCTV 315 radiation exposure Japan food into the domestic, in the supermarket, muji on some Japanese food packaging are labeled the origin as the Chinese label in Japan, but when opened Chinese label, to reveal the real origin of these products for Tokyo, the banned list.
At 1216 hours on March 16, muji made its first statement on its official WeChat. The revelation was a misunderstanding and included an entry inspection and quarantine certificate to show that the food sold was not exposed as a result of Japan's nuclear contamination.
Comments: in fact, shortly after the 315 party, many netizens raised questions about the problems mentioned in video, and they were very good at muji. Therefore, in this era when everyone is calling for brand loyalty, the status of muji in the hearts of Chinese consumers is evident.
And according to its recent performance in China, it is remarkable. Baidu search "muji", almost the positive news. The analysis is how it relies on its own strength, to achieve the resurrection of the dead, and the development momentum is strong. At the same time, with its MUJI Dinner, the HOTEL MUJI HOTEL, fresh MUJI Marche and other business expansion, constantly meet the consumers' expectations of life style.
6. It is not easy to open the Chinese market in Shanghai.
On the evening of November 20, Victoria's Secret, America's most popular fashion underwear brand, opened its 22nd show in Shanghai, China. Moving the show to China means that Victoria's secret is redoubling its strategy in China. This is the fourth time that it has left the United States, except in Paris last year and London the year before, in order to raise money for AIDS patients in 2000 to co-host the cannes film festival. The parent company has said it is on the right track.
Review: the choice to make a big push into China at this time, on the one hand, is certainly affected by the continued low performance pressure. On the other hand, China's underwear industry has a low concentration and broad prospects, and the market can double in the next three years. At present, the total sales volume of top10 merchants is less than 12 percent of the Chinese market, while the number one urban beauty in the industry is only 4.5 billion years.
The old rules are broken and new patterns are to be built, but in any case the new retail order, guided by consumer demand, is being established. In particular, the company has taken a look at the top 10 most typical apparel industry events of 2017 to give a summary of the clothing industry in the past year.
1. Belle delist, why are the old women's shoes on the first floor of the department store failing?
Event review: at 4 p.m. on July 27, founded in 1992, boasts a Belle, Staccato, Joy & Peace and Tata 14 women's shoes brand Belle group officially delisted from Hong Kong, the Hong Kong stock exchange transactions so far one of the largest privatisation programme. After privatization, hillhouse capital will hold 57.6% of the company and become the new majority shareholder of belle international.
Comments: at present, China's consumer market situation has undergone fundamental changes, consumer behavior has undergone fundamental changes, and belle failed to adapt to the situation and timely change. The brand construction lags behind, the product is homogenized, the new speed is slow in research and development, lack of understanding to consumers, lack of independent marketing ability... Belle CEO sheng hundred pepper says privatisation may be way out of the company is currently the best "as a listed company, have to disclose quarterly operating data, which makes the management had to chase some short-term profit targets, whereas the privatization could provide more space for the transformation of the company."
2. For the first time, uniqlo's offline stores are "double 11" one day in advance.
Event review: on November 7, from the "double 11" three days, uniqlo loosed bombshell, says offline stores will one day in advance "11", that is to say, since early November 10, uniqlo offline more than 500 stores has been officially put a sales. "Every time you dress, you experience the infinite possibilities of life, and the experience of pleasure should not be limited." Open the double 11 in advance, uniqlo explained.
As of 12:00 p.m. on nov 11, the sales figures for the new retail outlets of uniqlo's O2O retail stores and stores were more than 10 times higher than the usual figures.
Comments: since last year, the company has sold out of the online store, which has been sold out online. This year, it is a high profile to achieve the ultimate in the drainage. At the same time, it can be seen that uniqlo's online and offline integration is a must. It is reported that uniqlo has more than 500 stores nationwide this year to support Tmall, the store self-service, to double 11 p.m. on the day, the transaction volume has reached 4.5 times last year's total channel transaction.
3, YOHO! It's going to be $10 billion.
Event review: January, YOHO! The official WeChat of the STORE in nanjing has announced that it will open its first physical STORE in xinjiakou, nanjing, in September this year. And choose MINI YOHO before opening. The STORE is on display in YOHOOD, either on the one hand or on the other hand, to try the public acceptance; On the other hand, it is also a preview of YOHOOD platform. After all, there are some trendy fans in YOHOOD.
According to founder Liang Chao, in order to realize the idea in the area of 5000 ㎡ store, in addition to basic hundreds of brands and products, it will also show, Live House music performance, coffee shop, tide, shoes clean classroom and other activities related to young people lifestyle and experience into stores. "We have planned more than 200 events here." At the same time, it says there are now more than 30 shopping centers in contact with them to bring in retail stores.
Comments: since the brand "three squirrels" in the online marketplace started to open stores, the development of online brands has always been the focus of the industry. Nowadays, the trend of online and offline integration is becoming more and more obvious. Offline brands, even luxury goods, are turning on e-commerce channels. And the online brand in order to achieve the ultimate experience, also fall to the ground.
For two years, the registered users reached 300,000, with sales of more than 200 million yuan YOHO! BUY goods, to the end, in the trend of the rich resources. Today, there are over 1,400 fashion brands on its platform, growing at a rate of 60% to 100% annually, making it the mainstay of the group's revenue. This has become an important point of support for the offline force.
4. GAP China's largest flagship store in Shanghai focuses on family and digitalization.
Event review: on August 25, GAP China's largest flagship store opened at 863 nanjing west road, Shanghai. In an area of 1908 ㎡ of up and down two floors, displaying its including men's, women's, children's clothing, GapBody and Gapfit all clothing series. Among them, the latter two are the first time to introduce a full line of products to China.
According to Abinta Malik is introduced, and the store is native by Gap store design team and is located in the San Francisco headquarters of global store design team to create a new image stores, it covered a lot of the latest design concept. Such as the all-open ceiling, the ubiquitous electronic LED screen, 4000k's best light LED environmental energy saving lamp, mother and baby room, mobile phone charging rest area, gift pack area, photo taking area and so on.
Comments: the largest flagship store in China is an important part of the Gap group's all-channel strategy. Gap hopes to help its apparel retail growth in China through the dual advantage of such full-channel retail and quality in-store customer experience. Opening big stores, providing more quality services in the stores is also needed for the current Chinese consumer market. In addition to Gap, China's local brands, such as the cotton age, samma, metezbonwe, and the home of hailan, also smell the opportunity, and have opened thousands of stores this year.
5. The muji was exposed by 315, and the company's address was wrongly identified as the origin of the company.
Event review: CCTV 315 radiation exposure Japan food into the domestic, in the supermarket, muji on some Japanese food packaging are labeled the origin as the Chinese label in Japan, but when opened Chinese label, to reveal the real origin of these products for Tokyo, the banned list.
At 1216 hours on March 16, muji made its first statement on its official WeChat. The revelation was a misunderstanding and included an entry inspection and quarantine certificate to show that the food sold was not exposed as a result of Japan's nuclear contamination.
Comments: in fact, shortly after the 315 party, many netizens raised questions about the problems mentioned in video, and they were very good at muji. Therefore, in this era when everyone is calling for brand loyalty, the status of muji in the hearts of Chinese consumers is evident.
And according to its recent performance in China, it is remarkable. Baidu search "muji", almost the positive news. The analysis is how it relies on its own strength, to achieve the resurrection of the dead, and the development momentum is strong. At the same time, with its MUJI Dinner, the HOTEL MUJI HOTEL, fresh MUJI Marche and other business expansion, constantly meet the consumers' expectations of life style.
6. It is not easy to open the Chinese market in Shanghai.
On the evening of November 20, Victoria's Secret, America's most popular fashion underwear brand, opened its 22nd show in Shanghai, China. Moving the show to China means that Victoria's secret is redoubling its strategy in China. This is the fourth time that it has left the United States, except in Paris last year and London the year before, in order to raise money for AIDS patients in 2000 to co-host the cannes film festival. The parent company has said it is on the right track.
Review: the choice to make a big push into China at this time, on the one hand, is certainly affected by the continued low performance pressure. On the other hand, China's underwear industry has a low concentration and broad prospects, and the market can double in the next three years. At present, the total sales volume of top10 merchants is less than 12 percent of the Chinese market, while the number one urban beauty in the industry is only 4.5 billion years.